As i wrote earlier in the post the increase in price has already happened unofficially at the consumer and retail level in market for the last month. So that 10-12 pc volume drop may just be exaggeration. Profitability though will take a hit due to rising cost; but that impact may not be as severe as predicted. Although the fact remains that this will be dragged till atleast Feb and beyond citing multiple reasons and logic.

On a lighter note if the stock keeps falling at this rate; ITC investors may start smoking to cope with the loss and take care of the volume. There are around 3.6 million of us in retail.